Aldi and Lidl gained market share over the Easter period, despite it traditionally being a time when larger supermarkets make the biggest spending gains, new data shows.

According to NIQ, Aldi’s market share was up 0.2 percentage points to 10.5% over the 12 weeks to 19 April, compared to the year before. Lidl saw its market share rise by 0.4 percentage points to 7.7%. Both discounters also saw a surge in sales, up 7% and 11.2%, respectively.

Tesco also saw its market share increase to 26% as sales jumped by 6.7%, while Sainsbury’s held its share at 14.8% over the last 12 weeks.

M&S and Ocado saw the largest sales growth, up 14.7% and 18.3%. Ocado remains the fastest growing retailer in the UK.

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However, NIQ observed a weaker performance from Asda and Morrisons, as market share at the grocers fell to 11.7% and 8.6% respectively  over the period, compared with the same 12 weeks in 2024.

Despite this, total till sales rose at UK supermarkets, up 9.6% in the four weeks to 19 April, with double-digit growth over the last three weeks.

This positive performance was boosted by seasonal discounts. Promotional spend on FMCG sales grew from 22.9% last month to 24.2% leading up to Easter. This takes promotions back to the same level as Easter 2019 and Christmas 2024, according to NIQ.

An early spring and sunnier weather also saw in-store sales grow by 9.4% ahead of online, up 6.3%.

Over the period, the strongest category performers were confectionery, snacks and soft drinks (+19.3%) as well as general merchandise (+11.7%) and fresh foods (+11.6%).

Beers, wine and spirits sales also grew (+6.4%) with shoppers spending £56m – an extra 18% – on prosecco. Confectionery sales grew by 40% with £349m spent on chocolate confectionery.